For the fifth year in a row, TiVo found viewership for the half-time show exceeding that of the overall game. The top re-watched moments from the game itself were (1) 10.04pm ET the fight in the final seconds of the game, (2) 10pm ET Tom Brady and Richard Sherman’s reaction to Malcolm Butler's goal-line interception and (3) 9.56pm ET Jermaine Kearse’s catch.

“From start to finish this year’s Super Bowl was full of emotion, but humorous spots still resonated the most with viewers. Our research highlights the most watched nail-biting game moments, the always present humorous ads, as well as more substantive ads and a half-time performance of a lifetime,” said Tara Maitra, senior vice president, general manager content & media sales at TiVo. “TiVo Research’s second-by-second behavioural insights into Super Bowl viewership will again provide networks and brands access to the big data they need to optimise media efficiency.